| Title | DRIVE RESPONSIBLY |
| Brand | JUPILER |
| Product/Service | BEER |
| Category |
B01. Use of Radio & Audio as a Medium |
|
Entrant
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BBDO BELGIUM Brussels, BELGIUM
|
|
Idea Creation
|
BBDO BELGIUM Brussels, BELGIUM
|
|
Media Placement
|
VIZEUM Brussels, BELGIUM
|
|
Production
|
BBDO BELGIUM Brussels, BELGIUM
|
Credits
| Arnaud Pitz |
BBDO |
Creative Director |
| Sebastien De Valck |
BBDO |
Creative Director |
| Frederik Clarysse |
BBDO |
Associate Creative Director |
| Tom Jacobs |
Freelance |
Creative |
| Frederik Clarysse |
BBDO |
Creative |
| Tom Jacobs |
Freelance |
Creative |
| Johan Van Oeckel |
Freelance |
Creative |
| Sofie Verstreken |
BBDO |
Chief Strategy Officer |
| Jesse Donkor |
BBDO |
Strategist |
| Lore Desmet |
BBDO |
Account Director |
| Janne Aerts |
BBDO |
Account Executive |
| Lieselot De Fraine |
BBDO |
Account Manager |
| Patricia Van De Kerckhove |
BBDO |
Head of RTV |
| Marlies Neudt |
Freelance |
Producer |
| Eva Segers |
BBDO Belgium |
Producer |
| Mathieu Schots |
BBDO Belgium |
Sound Engineer |
| Neil Skeet |
BBDO Belgium |
Video Editor |
| Tom Nackaerts |
BBDO Belgium |
Head of Studio |
| Lut Van Lombeeck |
BBDO Belgium |
Desktop Publisher |
| Anton Ceuppens |
BBDO |
editor |
View Script
Write a short summary of what happens in the radio or audio work.
This commercial is aired only in the media space behind car ads on radio. We hear a voice saying: "Cars built with love are to be used with care. Don't drink when you drive. Jupiler."
This is a reference to the 27-year old alcohol warning message "Beer brewed with love is to be consumed with care", aired at the end of every beer commercial in Belgium.
Translation. Provide a full English translation of any audio.
"Cars built with love are to be used with care. Don't drink when you drive. Jupiler."
Cultural / Context information for the jury
WATCH CASE FILM FOR CONTEXT. For 27 years, Belgian beer brands add a warning message to their commercials. "Beer brewed with love is to be consumed with care." Unfortunately, this doesn't lead to a responsible attitude when it comes to drinking and driving. 43% of Belgians admit to driving under the influence in the past month. Clearly, this message is not effective and largely ignored. Jupiler decided to reinvent this message, in terms of the language: "Cars built with love are to be used with care. Don't drink when you drive. Jupiler." But also in terms of media execution. We managed to buy the media slots right behind car ads, and attach it to the car ad. This way, every car ad became an alcohol warning by jupiler.
Please outline the innovative elements of the work
Instead of buying commercial slots on radio stations in a classical way, we collaborated with media saleshouses to pinpoint the commercial slots where cars were advertised. So after pinpointing the slots where car brands were advertising, media saleshouses manually inserted a 5" tagon right after the car ad, containing a message that functioned as a legal disclaimer for car ads: "cars built with love are to be used with care."